Idea Development

This service is about creating business building ideas.  With your BrandPoint in mind, business building ideas flow. 

We help build your business with actual ideas, not fluffy generic ideas, like "let's grab the low hanging fruit," but real solid, put-down-on-paper ideas; new products or services, business development ideas, strategic alliances, acquisitions, web ideas, marketing ideas, etc.

As creative business people, we pride ourselves on on the ability to move from strategies to ideas.  We think this connection is critically important; so it's inherent in our business mission.  How often do you get strategies from one consultant and ship them off to an agency to develop ideas from only to end up with significant disconnects, whole new strategies, or off-base ideas. 

We have a great deal of experience developing new products.  We have developed many new products and whole business concepts that are on the market today, including Tostitos Scoops, Tostitos Santa Fe Gold, the New Red Lobster Restaurants, and Desert Pizzas for Pizza Hut and Frito-Lay Snack Kits.  

We have also created new concept products and services for PepsiCo, RazorCold, GreenFlag, Grey Worldwide, Park City Mountain Resorts, Mitsubishi, Franklin Covey, Fazoli's, Malt-o-Meal and ClearPlay all of which are still confidential.

One of our New Product efforts was with 1rock Foods.  We created a line of 12 toppings and 4 bases, that could be mixed and matched to create extremely convenient fusion cuisine.  The development included: determining the strategic platform, researching the customer needs, developing the basic concept and BrandPoint, creating the product recipes, designing the packaging, inventing the production methods, and developing the manufacturing, sales and distribution systems.  This effort culminated in a MARC Assessor simulated test market that forecast the annual sales of the product line at $750 million.   

Our New Product Development effort is generally a two-phase process.

In Phase 1 we start with your BrandPoint and start by thinking of the Product as a TouchPoint of the Brand.  From that paradigm ideas start to flow.  We stimulate that flow though various means including the SagePoint Creative Pool.  We develop ideas and more ideas.  Lots and lots of ideas. 

Ideas are born, but like a young child, they need nurturing and patience to develop those ideas into something powerful.  So Phase 2 is the process of refining a rough idea into one that is ready to rollout.  We use the metaphor of an idea being like a square when it is born.  It has rough, pointy edges that keep it from being ready for rollout. 

Squares don’t roll! 

To get the product developed to the stage where it can be rolled out you need to file the rough edges of the square down until you have a nice round circle.  You need to develop elegant solutions for all elements of the product to make it market worthy.    

Circles roll!

The four corners of new product development are:

1. Branding and Market Appeal

2. Product Form and Technology

3. Distribution and Sales

4. Manufacturing and Packaging

We develop the concept in each of these areas to produce a New Product concept that is feasible, sellable, and executable. 

The final delivery of this effort is a full-bodied new product concept; complete with name, look, positioning, packaging, sales system, distribution system, technologies to support it, product form, volumetric forecasting and a manufacturing strategy.   

We enable you to sell this concept to Senior Management, Partners, or VC's.  Most importantly we build your business.

• Tostitos Scoops
• Tostitos Santa Fe Gold
• Tostitos Bite Size
• Ysource
• ClearPlay DVD Player
• Tropicana FruitWise
• Malt-o-Meal